Author: belinda (page 1 of 3)

The True Value of the Facebook “Fan”

The True Value of the Facebook
As marketers, we all know that Facebook, along with other social media outlets, has allowed marketers to engage in two-way conversations with consumers. This has created the potential to foster meaningful, two-way conversations with consumers on a regular basis. But, is something missing?
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Introducing New Product Offerings

New Product Offerings

Whether you’re working in house or externally for an advertising agency, introducing new product offerings is vital to a company’s success. From creative strategy to logistics, I’ll give you an overview in this blog of the key factors to consider when introducing a new product into the market place.
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Conducting Market Research

Market Research
Marketers use market research to help them better understand customers and markets. These insights are the “how” and “why” certain things happen in the market. Market research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company. For reference, over $31.2 billion was spent on marketing research globally in 2010.
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Targeting Asian American Consumers

Asian Americans are the most diverse ethnic group within the United States today. They reflect over fifteen distinct ethnic groups and national origins. These include: Bangladeshi, Cambodian, Chinese, Filipino, Indian, Indonesian, Japanese, Korean, Laotian, Malaysian, Pakistani, Sri Lankan, Taiwanese, Thai, and Vietnamese. Marketers must have a clear understanding of Asian Americans in order to successfully advertise products and services to this varied market.
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DDB’s Impact on the Creative Revolution

With the new season of Mad Men back on AMC, it’s only natural for advertising enthusiasts to take a look at the Creative Revolution of the 1960’s. Advertising in the sixties shaped the advertising industry into the practice used today. Doyle Dane Bernbach was the industry leader in advertising in the 1960s because William Bernbach, the creative mind behind DDB, introduced a different technique for creativity in the sixties that had not been seen before. This is what was known as the Creative Revolution (Dobrow, 1984).
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Reaching Hispanic Consumers

Not long ago, the Hispanic market was largely ignored by marketers and media. The 2000 census data brought attention to their significant buying power and expected growth. Now marketers are looking to tap into this lucrative market. In this blog, I’ll discuss the size of the Latino market, their shopping behavior and how to successfully understand their needs and wants.
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Marketing to the African American Consumer

Advertising that appeals to ethnic identities and specific cultures has become an important aspect in advertising. If this is not executed correctly, it can turn multicultural consumers against a company. Research shows that minorities are more brand loyal than the general market, so understanding how to appeal to these segments is key. To successfully appeal to these markets that encompass America, understanding the attitudes, values and characteristics of the multicultural consumer is important to make that connection and change their purchasing behavior. This will be one of a three part series where I’ll discuss marketing tactics to advertise to African American, Latino American and Asian American consumers.
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Basics on Retail Marketing

Any organization selling to final consumers, whether it is a manufacturer, wholesaler, or retailer, is doing retailing. It doesn’t matter how the goods or services are sold (in person, by mail, telephone, vending machine, or on the Internet) or where (in a store, on the street, or in the consumer’s home). In this blog, I’ll give you on basics on retail marketing.
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Brand Archetypes 101

Advertising has always used archetypal imagery to market products. After reading “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes,” written by Margaret Mark and Carol S. Pearson, I’d like to discuss brand archetypes and how marketers can leverage archetypal meanings with brands.
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Social Media: The Power of Pinning

Pinterest, the online pinboard, has captured the attention of millions. As a marketing enthusiast and Pinner myself, it felt right to discuss this new social network that is progressively making strides in the social media space.
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Marketing: A Guideline for Presentations

In the advertising industry, the pitch isn’t the sole component that will make your agency successful, but it can seal a contract. The presentation is an opportunity where the months of research, development and hard work finally come together. People remember good presentations, not only for the content, but also for a well-executed delivery. I’ve drawn from personal experience, tips from veteran presenters and secondary research to put together general guidelines for delivering a show stopping presentation.
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Marketing: Identifying Market Segments and Targets

Identifying market segments and targets is often seen as the backbone of an advertising campaign. In this blog, I’ll discuss the appropriate steps to take along with substantial information for marketers to successfully identify market segments and targets.
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